The Relevance of Packaging and Branding on Marketing Productivity of Locally Made Products
Chapter One
OBJECTIVE OF THE STUDY
The objectives of this study are the following:
- To examine the scope of packaging and branding of product.
- To fine out reasons why firm package and brand their products.
- To find out the effects of packaging and branding on firm’s marketing productivity.
- To identify the factors that has contributed to packaging growing use as a marketing tool.
- To find out the relationship existing between branding of products and the creation of corporation images.
CHAPTER TWO
REVIEWED OF RELATED LITERATURE
Conceptual Framework
Packaging can be thought as a system of building blocks. The smallest size units are the retail or consumer packages of cartons one seen on the shelves of stores. The building block hierarchy is important to remember because each of the different building blocks is inside another and their total effect must be to protect the product. He further states that packaging is the container or wrapping for a product item. In the view of (Kotler 2000), packaging includes the activities of designing and producing the container for a product. The container is called the package and it might include up to the three levels of materials. For instance, the aftershave lotion is a bottle (primary package) that is in the cardboard box (secondary package) that is in a corrugated box (tertiary package) shipped containing many dozens of the product. Packaging has come to stay as a potent marketing tool. Well-designed packages can create convenience and promotional values. Many marketers have called packaging a fifth P along with price, product, place and promotion. However, most marketers treat packaging as an element of the production mix strategy. Packaging can be considered as having many functions or uses. However, (Kotler 2000), classified the functions of packaging into three and they are; (a) Protective functions (b) Utility factor functions and (c) Promotional functions Protective packaging must perform the following functions: i. To protect the materials themselves and to protect them from other items. ii. To restrain them from undesired movements within the containers when in transit. iii. To separate the contents or prevent undesired contact, such as through the use of corrugated fiberboard partition used in the shipment of glassware. iv. To cushion the content form outside vibration and shocks. v. To support the weight of identical containers this will be stacked above fore fairly uniform weight distribution within the package for easy handling. vi. To provide for fairly uniform weight distribution within the package easy handling. The utility factor functions include the offer of: i. Convenience in handling, storage and opening of package at all stages of distribution. ii. Reduced transportation costs. iii. Opportunities for package re-use in the storage of the item once the original product is consumed, e.g. plastic and aluminum containers. The promotional functions of packaging are; i. To create a favorable product image, whereby the package has frequently represented the product symbolically to cover its buying advantages. ii. Packages are often the major ways in which narrowly differential products are distinguished. iii. Packaging helps in establishing of corporate identity for the company’s product. iv. The package must be easy to arrange on shelves and at the same time should attract the potential consumer. product packaging is an integral component of a product and it plays an important role in its salability. Packaging is no longer a mere outer covering of a product for its protection; it is very much a contributing factor for its increasing marketability. A vividly beautiful packaging of a product, to some extent, develops a positive image about it in the minds of the consumers. Thus packaging is not merely used as a means of product’s protection during transportation and storage but it is also used as a marketing and promotional tool. Earlier the role of packaging was merely to protect the product from sun and dust and also from damage during handling. With advancement of the nations, new legislation has been incorporated for the merchandising of the goods. This has resulted into the importance as well as the necessity for an appropriate quality and type of packaging. Today marketing is a game of names of brands who sell the most in the market place. Lee Cooper, Coca-Cola, Pepsi and Reebock are the status icons for young and old alike. These brands speak for the prestigious and social stature of any persons. The present era of cut throat competition has enabled the consumer to select the brand of product to be consumed from amongst a vast number of competing brands.
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
POPULATION OF THE STUDY
According to Udoyen (2019), a study population is a group of elements or individuals as the case may be, who share similar characteristics. These similar features can include location, gender, age, sex or specific interest. The emphasis on study population is that it constitutes of individuals or elements that are homogeneous in description.
This study was carried to examine The Relevance Of Packaging And Branding On Marketing Productivity Of Locally Made Products. Supreme paints LTD, Kaduna form the population of the study.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
INTRODUCTION
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of eighty (80) questionnaires were administered to respondents of which only seventy-seven (77) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 77 was validated for the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain the Relevance Of Packaging And Branding On Marketing Productivity Of Locally Made Products. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the the Relevance Of Packaging And Branding On Marketing Productivity Of Locally Made Products
Summary
This study was on the Relevance Of Packaging And Branding On Marketing Productivity Of Locally Made Products. Five objectives were raised which included: To examine the scope of packaging and branding of product, to fine out reasons why firm package and brand their products, to find out the effects of packaging and branding on firm’s marketing productivity, to identify the factors that has contributed to packaging growing use as a marketing tool and to find out the relationship existing between branding of products and the creation of corporation images. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from supreme paints LTD. Hypothesis was tested using Chi-Square statistical tool (SPSS).
Conclusion
Therefore, findings revealed that firm embarks on branding and packaging of its products so that customers can easily identify it. The finding also showed that the firm packages it product in the present way so as to prevent chemical changes of the product (paint) due to its chemical composition. It has also been established that packaging and branding have the combined effect of increasing the profitability of firms.
Recommendation
Firms should introduce policies for branding and packaging of its products so as to attract its targeted audience.
Provision should be made for good branding and packaging of any firm’s products so as to create more profit for the company.
Firms should review their branding and packaging methods and come out with fine packaging so as to sell its products to consumers because good branding and packaging sells the company.
Finally, branding and packaging should be given more attention by firms who are into full time production.
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